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Creative Innovation, Episode 4, clip 1: Dawn Hudson, NFL, CMO

Dawn Hudson, CMO of NFL, understands that each of its fans is emotionally connected to the sport. Here's how she uses that to target each of them in a unique way.

Dawn Hudson took a leap of faith when taking on the challenge of CMO at the NFL in 2014. She has been tasked with keeping the NFL brand fresh and relevant, growing its appeal internationally and ensuring each of its 83 million strong fanbase are treated as individuals, rather than numbers within a database.

We spoke to her as part of the Creative Innovation series in partnership with Cannes Lions, to understand how she is leveraging technology platforms and layering creativity on top to achieve her marketing goals.